区域旅游目的地形象的构建与传播——以河北省为例

发布时间：2018-06-29 00:26

本文选题：区域旅游目的地 + 旅游形象　；参考：《企业经济》2013年11期

【摘要】：旅游目的地形象是旅游行为产生的核心动力,但我国在旅游目的地形象塑造方面存有诸多缺陷:形象理论方面存有拘泥于现实形象、游客旅游前的形象吸引缺位和旅客旅游完成后的形象提升与完善缺失;形象口号方面有策划依据缺失、与旅游定位相混淆等缺陷;形象传播方面有"价低者得"的媒体选择招标机制缺陷。因此,必须建立全新理论,引入"传播形象"、"灵魂形象"等全新概念,加强主管人员的专业培训,建立政府主管部门主导、第三方机构策划、第三方机构评估、三方相互独立、互相制约的全新运行机制。河北旅游形象的定位,必须体现京畿重地的独特性,体现其独特的山水、风土人情、精神风貌;口号要摆脱目前广泛存在的"以语句本身的文采作为判断标准"的误区。
[Abstract]:Tourism destination image is the core motive force of tourism behavior, but in our country there are many defects in shaping tourism destination image: image theory is restricted to realistic image. The image of tourists before tourism and after the completion of tourist tourism image promotion and lack of perfection, image slogan lack of planning basis, confusion with tourism positioning and other defects; Image dissemination has a "low price to get" the media selection bidding mechanism defects. Therefore, it is necessary to establish a new theory, introduce new concepts such as "communication image" and "soul image", strengthen the professional training of the supervisor, establish the leading government department, plan the third party organization, evaluate the third party organization, and the three parties are independent of each other. New operation mechanism of mutual restriction. The positioning of Hebei tourism image must reflect the uniqueness of Jingji, its unique landscape, local customs, and spiritual features, and the slogan should get rid of the misconception of "taking the literary talent of the sentence itself as the judgment standard" widely existing at present.
【作者单位】：河北师范大学新闻传播学院;河北师范大学旅游系;
【基金】：2012年度河北省软科学基金项目“河北省旅游形象的构建与传播策略问题”(批准号:12457203D-60)
【分类号】：F592.7

【共引文献】